Apple's Eddy Cue Restructuring Services Team to Focus More on Streaming and Advertising

Apple's senior vice president of services Eddy Cue is working to restructure services management with the aim of focusing more on streaming and advertising, according to a new report from Business Insider.

Apple One Apps Feature 2
Cue sees streaming and advertising as areas where there is opportunity for revenue growth, and he has already begun updating the responsibilities of key services executives. Peter Stern, Apple's vice president of services, is no longer handling advertising, giving him more time to focus on video, news, books, iCloud, Fitness+, and Apple One.

Todd Teresi, an advertising vice president at Apple, will instead be taking on more responsibility and has been reporting directly to Cue since the beginning of the year. One of the sources who spoke to Business Insider said that Apple's ad business is now "big enough to live on its own."

Apple recently acquired the rights to Friday Night Baseball after establishing a deal with Major League Baseball, and part of its effort to expand streaming services will include additional sports deals. Rumors indicate that Apple is working to secure the rights to NFL's Sunday Ticket package, and Business Insider says that Apple also wants to get the rights to air NBA games.

Sports content would draw in new viewership for Apple TV+, which Apple has been working to build up since its 2019 launch. Apple still has a limited amount of original content compared to other streaming services, and it is unable to draw the same subscriber numbers as Hulu, Netflix, and Disney+.

Services revenue has been growing steadily over the course of the last several years, and the services category now encompasses ‌Apple TV+‌, ‌iCloud‌, Apple Fitness+, Apple News+, Apple Music, the App Store, Apple Care+, Apple Arcade, Apple Pay, and more.

In the second quarter of 2022, services brought in $19.8 billion, from $17 billion in the year-ago quarter.

Along with focusing on streaming and advertising, Apple also has plans to introduce new services. There are rumors of a hardware subscription service, and ‌Apple Pay‌ is expanding to include a buy now, pay later feature. Over the weekend, Bloomberg's Mark Gurman said that Apple has even explored an Instacart-like service that would integrate with nutrition data in the Health app.

Top Rated Comments

t0rqx Avatar
2 weeks ago
So focus on advertising like Google did? Should we worry?
Score: 40 Votes (Like | Disagree)
MysticCow Avatar
2 weeks ago

So focus on advertising like Google did? Should we worry?
Always be worried when they say they need to focus on advertising...
Score: 38 Votes (Like | Disagree)
sdz Avatar
2 weeks ago
Eddy Cue should be put into an elderly home.
Score: 28 Votes (Like | Disagree)
now i see it Avatar
2 weeks ago
I wonder what it’s like working for a multi/trillion dollar company that continues to make record profits quarter after quarter and being tasked to “work on opportunities for new revenue growth”.
It almost seems absurd
Score: 26 Votes (Like | Disagree)
t0rqx Avatar
2 weeks ago

Always be worried when they say they need to focus on advertising...
There will be a new service introduced within 3 years. It will be called Privacy+, which will exclude your account from Apple inside data mining.
Score: 21 Votes (Like | Disagree)
Apple_Robert Avatar
2 weeks ago
If Apple does move to advertising on the Apple TV, I won't sub. I don't pay for any streaming service whereby I have to watch adverts.
Score: 20 Votes (Like | Disagree)

Related Stories

apple fitness plus

Apple Reportedly Planning New Nutrition and Payment Services Alongside Fitness+ Improvements

Sunday May 8, 2022 6:38 am PDT by
Apple is planning to introduce several improvements for Apple Fitness+ and Apple Pay this year, and has explored offering an all-new groceries service that integrates with the Health app, according to Bloomberg's Mark Gurman. In the latest edition of his Power On newsletter, Gurman outlined his expectations for new Apple services this year. Two finance-related Apple services are purportedly...
apple lineup except the ipad is sad

Apple Reports All-Time or March Quarter Revenue Records Across All Categories Except iPad

Thursday April 28, 2022 2:03 pm PDT by
Apple today announced its earnings results for the second quarter of its 2022 fiscal year, including revenue of $97.3 billion, a new March quarter record. Apple saw growth across its iPhone, Mac, Wearables, and Services product categories, but iPad revenue experienced around a 2% decline compared to the year-ago quarter. "We are very pleased with our record business results for the March...
disney plus

Disney+ Ad-Supported Plan to Limit Commercials to Four Minutes Per Hour

Thursday May 19, 2022 2:49 am PDT by
Disney is launching a cheaper, ad-supported version of its Disney+ streaming service later this year, and reports this week revealed how the company plans to run fewer ads on the cheaper plan than some rival streamers. Disney says it intends to run ads for four minutes on movies and shows that last an hour or less, according to Variety and The Wall Street Journal. That's the same as HBO...
generic tracking prompt orange

Apple-Commissioned Report Says App Tracking Transparency Hasn't Significantly Benefitted Company

Tuesday April 26, 2022 10:00 am PDT by
Apple is unlikely to have seen a significant financial benefit from App Tracking Transparency since the privacy feature launched last year, according to Kinshuk Jerath, Professor of Business in the Marketing Division at Columbia Business School. In an Apple-commissioned report, Jerath said claims that billions of advertising dollars moved from companies like Meta to Apple due to the...
nfl

Apple 'Ready to Spend Billions' on Live Sports Content Over Next Four Years

Friday January 14, 2022 3:52 am PST by
Apple is on an "aggressive hunt" for potential deals that would allow it to broadcast live sports content on its TV+ streaming service as part of a wider effort to boost subscription numbers, according to a new report from investment firm Wedbush. In a new investor note, seen by MacRumors, Wedbush analyst Dan Ives said he regards Apple's decision not to acquire a movie studio yet as a clear...
nfl sunday ticket feature

Apple May Have Already Inked Deal for NFL Sunday Ticket

Monday April 18, 2022 5:17 pm PDT by
Back in July, rumors suggested that Apple was pursuing streaming rights for the National Football League's "Sunday Ticket" package, and as of this week, there is a report suggesting that the deal could already be done. NFL Sunday Ticket has been described as "Apple's to lose" by Matthew Belloni of Puck News in a report that's been making the rounds today. In fact, he says that the deal is...
Apple TV Ray Light 2 Triad

Apple TV+ Reportedly Heading Toward 'Breaking Point' Amid Staffing Problems and Frustrated Content Partners

Thursday March 31, 2022 5:33 am PDT by
Apple TV+ is suffering from infrastructure problems and some content partners have become frustrated with the service, Business Insider reports. Industry sources speaking to Business Insider claim that Apple TV+ lacks "a sufficiently robust infrastructure," resulting in a frustrating corporate culture. The Apple TV+ content team is reportedly under-resourced and has irritated production...
Low Cost Apple TV Stick Feature

Apple Planning to Launch Low-Cost Apple TV This Year

Wednesday May 25, 2022 2:26 am PDT by
Apple could be planning to launch a new, lower-cost Apple TV later this year, according to a recent rumor. Reputable analyst Ming-Chi Kuo recently said that Apple is planning to launch a new version of the Apple TV as soon as the second half of 2022. The new Apple TV will reportedly have an improved cost structure, suggesting that the device could have a lower price to be more competitive...

Popular Stories

iPhone 13 Always On Feature

iPhone 14 Pro Screen Refresh Rate Upgrade Could Allow for Always-On Display

Tuesday May 24, 2022 7:23 am PDT by
Last year's iPhone 13 Pro models were the first of Apple's smartphones to come with 120Hz ProMotion displays, and while the two iPhone 14 Pro models will continue to feature the technology, their screens could well boast expanded refresh rate variability this time round. To bring ProMotion displays to the ‌iPhone 13 Pro models‌, Apple adopted LTPO panel technology with variable refresh...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive

iPhone 14 Pro Renders Highlight Multiple Design Changes

Wednesday May 25, 2022 8:56 am PDT by
Leaker Jon Prosser today shared ostensibly accurate renders of the iPhone 14 Pro, providing the most accurate look yet at what the device could look like when it launches later this year. In the latest video on YouTube channel Front Page Tech, Prosser revealed renders of the iPhone 14 Pro made by Apple concept graphic designer Ian Zelbo, highlighting a range of specific design changes...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
iPhone 13 Face ID

'High-End' iPhone 14 Front-Facing Camera to Cost Apple Three Times More

Monday May 23, 2022 7:05 am PDT by
The iPhone 14 will feature a more expensive "high-end" front-facing camera with autofocus, partly made in South Korea for the first time, ET News reports. Apple reportedly ousted a Chinese candidate to choose LG Innotek, a South Korean company, to supply the iPhone 14's front-facing camera alongside Japan's Sharp. The company is said to have originally planned to switch to LG for the iPhone...
apple wwdc 2022

Apple Shares WWDC 2022 Schedule, Keynote to Take Place June 6 at 10:00 a.m PT

Tuesday May 24, 2022 9:06 am PDT by
Apple today confirmed that the keynote event for the Worldwide Developers Conference will begin at 10:00 a.m. Pacific Time on June 6, the first day of WWDC. The keynote will be an online-only event, though a select number of developers have been invited to the Apple Park campus for a viewing event. In addition to confirming the keynote date and time, Apple has shared the full WWDC 2022...
2022 Apple Watch Pride Edition Bands

Apple Announces 2022 Pride Edition Watch Bands and Watch Face

Tuesday May 24, 2022 6:24 am PDT by
Apple today announced new Pride bands for the Apple Watch, with new Pride Edition Sport Loop and Pride Edition Nike Sport Loop options available. The new Pride Edition bands are available to order today for $49 on Apple.com and in the Apple Store app, and will be available at Apple Store locations starting May 26. The Pride Edition Nike Sport Loop is also coming soon to Nike.com. This...